Meet Yifei Gao | Creative Director & CEO

We had the good fortune of connecting with Yifei Gao and we’ve shared our conversation below.

Hi Yifei, what role has risk played in your life or career?
Buying Bashful Baby was the biggest financial risk I’ve taken so far — it took nearly all my savings to purchase, operate, and start growing the business. But the joy it’s brought me as a creative outlet is absolutely indispensable. I’ve always had a creative side — I was a competitive artist growing up, and in college I started a nonprofit to support student artists and ran a grant-backed fashion show for sustainable designers. After graduating, I took a full-time job as an analyst, but I kept feeling pulled back toward design. When the opportunity to buy a small business came up, it felt like a way to reconnect with that part of myself. To me, risk means betting on what matters most, even when it’s uncomfortable. Taking this leap wasn’t easy — but it gave me back a part of myself I’d been missing. And that’s been more than worth it.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Bashful Baby is a Gen Z–founded baby clothing brand built on the belief that babywear can be both beautifully designed and truly functional. A lot of baby clothing today relies heavily on prints or patterns — but I wanted to take a different approach. What sets us apart is a focus on the form of the garment: how it moves, how it fits, and how it adapts to real life with real kids. As a creative, I care deeply about good design — not just aesthetically, but emotionally — and I wanted Bashful Baby to reflect that.

I bought this business fresh out of college while working full-time as an analyst. It was my biggest financial decision to date — nearly all my savings went into purchasing and operating it — and I didn’t have any experience in the baby apparel industry. But I did have a vision and a creative background: I was a competitive artist growing up, started a nonprofit to support student artists in college, and even ran a grant-funded sustainable fashion show. All of that helped me see the potential in Bashful Baby as more than just a clothing company — but as a community brand built for modern parents.

It definitely wasn’t easy. I’ve had moments of doubt, burnout, and financial stress. But I’ve been lucky to have incredible mentors — especially the previous founder, who supported me through seller financing and generously shared her lessons from building the brand. And I wouldn’t have made it this far without my family. My parents are both entrepreneurs, and their guidance has grounded me through every big decision. My sister and my partner have been my emotional lifelines — always encouraging me to keep going, even when things felt heavy.

What I want people to know about Bashful Baby is that it’s more than cute pajamas. It’s about thoughtful design, intentional living, and building something meaningful from the ground up. It’s about taking risks to stay connected to your creative self, even when the path is uncertain. As a Gen Z founder, I know my generation values authenticity, flexibility, and community — and that’s exactly what I’m trying to build here.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend came to visit, I’d want to show them a mix of what makes Phoenix fun, creative, and easy to hang out in. We’d start with brunch at Postino — it’s casual, the decor is great, and their bruschetta is honestly one of my favorites. Plus, their happy hour is perfect for a midweek catch-up.

We’d definitely spend some time walking around Roosevelt Row, especially if it lines up with First Fridays. It’s a great way to see local art, meet people, and just get a feel for the creative side of the city.

For a night out, I’d take them to The Pemberton in Downtown Phoenix. It’s got a little bit of everything — food trucks, drinks, cool music, and just a relaxed crowd. It’s where I like to go when I want to unwind but still feel like I’m around good energy.

If we want to get outdoors, I’d mix it up — maybe head out to the Desert Botanical Garden one day and then plan a Salt River tubing trip for something more fun and laid-back. It’s hot here most of the year, so anything near water is a win.

Overall, I’d want them to see how Phoenix has this balance — there’s a creative community here that’s really active, but it’s not overwhelming. There’s room to breathe, explore, and just enjoy things as they come.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Without a doubt, I owe so much of my journey to the people who supported and mentored me along the way. First, I want to shout out the previous founder of Bashful Baby — she not only made the business accessible through seller financing, but also walked me through so many behind-the-scenes processes I would have never known starting out. I came in with a vision for better, more thoughtful baby clothing — she had the experience to guide me through the early challenges and make that vision real.

I also have to recognize my parents — both entrepreneurs themselves. Growing up in a household where starting something from scratch was normalized made a huge impact. They’ve always been my first mentors, and I’ve learned so much just by watching how they navigate business and life with resilience and creativity.

And emotionally, none of this would’ve been possible without the support of my sister and my partner. Entrepreneurship can be lonely and exhausting — there are a lot of long nights and quiet doubts — but they’ve always been in my corner, cheering me on and helping me keep perspective when things feel overwhelming. Their belief in me has been just as important as any business plan.

Website: https://bashful-baby.com/

Instagram: https://www.instagram.com/thebashfulbaby/

Linkedin: https://www.linkedin.com/in/yi-fei-gao/

Facebook: https://www.facebook.com/thebashfulbaby/

Image Credits
Isabella Gjonzeneli